THE ROLE OF MOMENTARY AND SUSTAINED EMOTIONAL AROUSAL IN ADVERTISING-INFLUENCED AND NON-INFLUENCED PURCHASING DECISIONS
Additional contact information
Edina Molnár: University of Debrecen, Hungary
CrossCultural Management Journal, 2020, issue 1, 67-78
Today's trend in marketing research overlooks the role of lasting personality traits and momentary emotional influence in customer decision-making. This research seeks an answer to consumers who say they consider advertising to be an important factor in their purchasing decisions, and those who do not see advertising as a factor in their purchasing decisions, what kind of personality and compassion they have in their emotional attitudes. The research performed correlation calculations and t-tests involving 899 and 965 persons, completing a validated personality and empathy test. Comparing the two groups, those who consider advertising important are politer, less in control of their emotions, and less willing to meet social expectations.
Keywords: Emotional Arousal; Advertising; Personality; Empathy; Personal Distress (search for similar items in EconPapers)
JEL-codes: D83 (search for similar items in EconPapers)
References: View references in EconPapers View complete reference list from CitEc
Citations: Track citations by RSS feed
Downloads: (external link)
This item may be available elsewhere in EconPapers: Search for items with the same title.
Export reference: BibTeX
RIS (EndNote, ProCite, RefMan)
Persistent link: https://EconPapers.repec.org/RePEc:cmj:journl:y:2020:i:1:p:67-78
Access Statistics for this article
CrossCultural Management Journal is currently edited by Fundația Română pentru Inteligența Afacerii
More articles in CrossCultural Management Journal from Fundația Română pentru Inteligența Afacerii, Editorial Department
Bibliographic data for series maintained by Serghie Dan ().